Qantas launches first major new brand campaign with Droga5 focussing on new uniform
Qantas has unveiled a new brand campaign ‘It’s About’ timed to coincide with the launch of the airline’s new uniform and days after it announced it was facing financial difficulties.
https://www.youtube.com/watch?v=j7MkB-58qko
‘It’s About’, created by Droga5, uses the look of the new uniform to highlight why customers chose the airline according to Qantas research and also focuses on the brand’s role as the national carrier, with its tagline ‘Spirit of Australia’ at its centre.
Olivia Wirth, group executive – brand, marketing and corporate affairs said in a statement: “The reason we went with ‘It’s About’ is because it focuses on the things that matter most to our passengers, so it’s a great opportunity to profile the way Qantas has kept evolving its product and service.”
It is the first major new brand work for Qantas from Droga5 since the agency won the lead creative spot on the roster in June 2012. Previously the agency has launched a campaign featuring a Mars Rover replica for the Frequent Flyer program, and executed a series of books for the airline.
The airline is using the uniform launch as the mechanism to update many other elements of the brand, including its on-board magazine and the on-board safety video.
The campaign will feature in Qantas terminals, on-board its aircraft and in emails to Frequent Flyers, as well as a series of print, TV, digital, airport and onboard adverts.
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It should be hessian sacks and cans of beans with the state that company’s in.
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wow… an internal corporate video trying to be a brand ad… wither D5 are totally dropping the ball or Qantas marketing team need an uppercut…the brand deserves better either way
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they need to run a brand campaign because their political campaign is pushing national interest
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directed by?
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As a business person I believe first and foremost QANTAS requires more of a operational and strategy focus at the moment and less effort tweaking marketing.
No point in marketing a service and a company that is essentially broken. And no I am not being negative , QANTAS has found itself in a similar position to many other businesses at one point or another, and needs a good strategy and firm hand to deliver change. Yes they took a swing and missed over the past few years but that is fine providing they don’t repeat it any time soon.
Marketing is not the answer to their problems at present.
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You can see the company problem in the new uniform, it’s just bad.
My experience talking with international flyers about why they choose to fly Qantas over their own national carrier is their perception of the Qantas safety record and onboard staff service. No examples appear in the NSW ad.
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Considering the parlous financial situation and which large international carrier may take a controlling interest in the airline, is it more than coincidence that the flight attendant featured is a pretty asian lady.
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Qantas, the music video. “It’s about” 90 seconds too long. It’s going to end well for the flying Kangaroo, is it?
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Hmmm… the initial message is: Our staff are slow moving and slothful… Well, truth in advertising…
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It’s Cathay Pacific !
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Mind numbingly bland and navel gazing. D5 has hit a new low
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Here is a thought, right the industries wrongs and shout about it.
1) if the customer wants to change a flight time, don’t charge the world for it. QANTAS changes their flights times all the time and the customer pays for it
2) if you cant make a flight and a mate can, don’t charge for it
3) If you cannot make the flight and give enough notice, give a credit
3) Dont charge excess credit card fees
There are so many more, but I could not be bothered, if ONE airline did these, it would set them apart and be a true service provider.
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Good use of music from local indie band RÜFÜS. Shame the baggage handlers dont get a pink scarf too
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Qantas online booking for domestic is really very good. It uses Passbook on the iphone and push notifications update with the gate number. Their Q-tags are also very good.
This ad however looks like a student video made from stock footage to show motion graphics. I’ll always pay a little more for Qantas over Virgin, but not much.
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From the amount of tarmac shots, it seems to be suggesting your flight will never get off the ground and eventually head back to hanger broken.
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Sad day for Qantas.Even sadder for Droga.
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Almost as bad as the “you’re the reason we fly” that Craig Davis did as Mojos last job ( and his as it turned out)
Almost, but not quite……..
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Ahhh…. Didn’t Virgin do this 2 years ago, with a much slicker, young, and fresh ad: https://www.youtube.com/watch?v=bIz-Z0zBPuI
Qantas appears to be trying to ride on Virgin’s success with this ad as by attempting to be a “new/vibrant” player, which they are not. Qantas is an old, laggard, staunch brand.
Don’t know why they bothered with this. They might as well just have the clip from Rainman selling their safety features and add a Qantas logo at the end.
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its a nice warm fluffy feelgood piece, but really most of the emotional aspects of choosing an airline disappeared years ago when the new low cost airlines stormed the market.
Most of the messages in the ad are relevant, just delivered in the wrong way.
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@Groucho, Davis had nongs looking up and D5 have us looking at the tarmac, and commentators above suggest “it’s about” looking at the navel – can’t we look forward for a change? – but what gets me is that I want to like it, I want to praise D5, but I simply cannot. Where is the strategy for this brand, indeed, the company? And how do nongs get away with recycling creative and calling it ‘creative’ I ask you?
I ask all of you
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The big spend is not directed at the market, it’s about greasing up print media for positive coverage at a dire time.
Count the ridiculous number of half-pages taken out in Fairfax and News.
No doubt a few op-eds will start appearing calling for govt injections of cash and/or a lifting of the foreign ownership ban.
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this ad makes me want to drop a few mingers but that’s about it
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Is this an induction video? I thought ‘spirit’ is supposed to be about personality and passion.
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All Droga5 does is slick, dull, TV that does nothing to engage with punters and drive sales. More crap to follow on from their DISASTROUS Woolworths work.
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The word ‘authenticity’ comes to mind. Or lack of it more importantly. No personality, no passion and totally first class fake. Even the talent couldn’t pull it off which begs the question – couldn’t they have used their own staff saying something positive perhaps? Sadly a spruced up MTV short isn’t going to save the airline. Agree Rainman would have been a much better option!
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Tragic. Hardly presents Qantas as an upmarket carrier. There is nothing in this that hasn’t been shot with more inherent style and grace in M&C’s previous QF brand spots other than the new uniform which suffers accordingly.
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Nice student music video..
Did they run out of shots? Loved seeing the tarmac 85 times.
Any credits?
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